StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Story of Haagen-Dazs - Essay Example

Cite this document
Summary
This essay "The Story of Haagen-Dazs" focuses on the story of Haagen-Dazs that began in Brooklyn when Reuben and his wife Rose, set up a small store to sell three flavors of ice cream. However, the two did not imagine that their idea could grow into a multibillion-dollar business…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER94.3% of users find it useful
The Story of Haagen-Dazs
Read Text Preview

Extract of sample "The Story of Haagen-Dazs"

Haagen-Dazs The story of Haagen-Dazs began in Brooklyn when Reuben and his wife Rose, set up a small store to sell three flavors of ice cream. However, the two did not imagine that their idea could grow to a multibillion-dollar business with franchises spreading over the US and other parts of the world. In addition, the two pioneers did not think of creating a brand that people increasingly associate with luxury and premium products (Haagen-Dazs, “History”). While the company remains a market leader in the ice cream industry, there are various ways that an effective SWOT analysis can improve its success and ensure growth in the market.

In effect, this expose elucidates the strengths, weaknesses, opportunities, and threats that the brand can focus on to ensure growth and success in the market. First, the philosophy of Haagen-Dazs is to ensure that it used the purest and finest recipes the world had to offer and created super-premium ice cream, frozen yogurt, and sorbet (Haagen-Dazs, “The Philosophy”). In effect, the company’s brand has come to be associated with upscale products. Therefore, the company has been able to create a brand that was a strong popular, innovative, and excellent image, which are strengths associated with Haagen-Dazs.

Hence, the brand is internationally recognized, and a focus on this strength will ensure success and growth in the market. One weakness that the brand should address is the association of its products with luxury. In this case, the brand’s “way of doing business that is as demanding as it is uncommon” in creating products that were fine results in super-pricing of the products (Haagen-Dazs, “The Philosophy”). In effect, the products produced targeted a small population that was narrow due to the exclusive pricing.

Therefore, the brand should reposition itself and acquire a marketing strategy that aimed at making the products accessible to people in the middle and lower classes of society. In effect, the brand will increase its market base, which effectively means that there will be growth in revenues and profits. When improving its marketing strategy, Haagen-Dazs should focus on the opportunity offered by the increase in demand for healthy products. Luckily, the company prides itself on creating products that did not have additives since they were in their natural form.

In effect, the brand can reposition its marketing strategy to utilize its ability to create products that did not have additives, which made the products healthy since they were in their natural form. In an environment whereby consumers’ awareness is ever-increasing, Haagen-Dazs products are more likely to be accepted by the health-conscious population. In terms of threats, the market is very competitive with Nestle and Unilever’s products leading the market (“Who Are the Champions”).

Hence, a marketing strategy that positions Haagen-Dazs’ products as easily accessible to the middle and lower class will effectively ensure that it enhanced its competitive edge with these leading competitors. In addition, the competitors offered products that are cheaper than Haagen-Dazs’ products (Who Are the Champions”). In this regard, Haagen-Dazs should ensure that it used a strategy that highlighted its differentiated products in order to get an edge over its competitors. Briefly, Haagen-Dazs’ internationally recognized brands will work in its favor as it tries to attain market success and growth.

In addition, it is crucial for the company to focus on consumers’ association of its products with prestige and inflated prices. In line with this, Haagen-Dasz should reposition its products within the marketing strategy that is aimed at targeting the middle and lower classes. Conversely, focusing on the level of competition and the opportunity available in the rising consumer awareness to use healthy products are factors that can help improve the marketing strategy and enhance success and growth in the market.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Haagen-Dazs Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
Retrieved from https://studentshare.org/marketing/1605949-haagen-dazs
(Haagen-Dazs Essay Example | Topics and Well Written Essays - 500 Words)
https://studentshare.org/marketing/1605949-haagen-dazs.
“Haagen-Dazs Essay Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/marketing/1605949-haagen-dazs.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Story of Haagen-Dazs

Bean and Jerry Ice-cream Company

haagen-dazs is the largest competitor of Benn and Jerry and the former has always been choosy in while distributing ice-creams.... Term Report: This paper will analyze the company Benn and Jerry, one of the most popular ice-cream manufacturers of the United States, and make a report on it....
3 Pages (750 words) Essay

Haagen-Dazs's E-Business Analysis

Figure 1Main page of haagen-dazs, Source: http://www.... om/ 3- Branding This section discusses some of the main aspects about products branding available at haagen-dazs business.... - Branding Basic Theme haagen-dazs has established the business brand on the basis of its high quality ice cream flavors.... In the start haagen-dazs introduced the ice cream product which was approximately for all time inexpensively available ice cream at the marketplace....
12 Pages (3000 words) Essay

Bens and Jerrys Competitive Analysis

There are two leading brands when it comes to premium ice cream, Ben & Jerry's and haagen-dazs.... But we will discuss the brand of Ben & Jerry's in comparison with its competitor haagen-dazs.... This analysis will help in finding out the areas where Ben's and Jerry's stands better against its competitor as well as the areas where haagen-dazs is ahead of Ben's and Jerry's.... They had a hard and fierce competition with a brand named haagen-dazs....
9 Pages (2250 words) Term Paper

Marketing Strategies - the Snog Pure Frozen Yogurt

From the paper "Marketing Strategies - the Snog Pure Frozen Yogurt" it is clear that in January and February, Snog forecast to produce 10,000kgs of yogurt each month after which it will increase its production to 20,000kgs per month.... Total expenses per month are projected at 166,666pounds.... ...
21 Pages (5250 words) Essay

Why Dairy Queen Is Unable to Become the Number One Ice Cream Consumption Company in China

the story:On the 10th of February 2012, Dairy Queen opened its 500th store in Hu Dong, the financial capital of Shanghai.... This paper "Why Dairy Queen Is Unable to Become the Number One Ice Cream Consumption Company in China" seeks to analyze the problems that Dairy Queen faces in its attempt to position itself in the Chinese market, and the attitude and behaviors of its customers....
9 Pages (2250 words) Case Study

Independent Marketing Consultanting for Haagen-Dazs

The paper "Independent Marketing Consultanting for Haagen-Dazs" states that the strong point of haagen-dazs is its decision to penetrate the global countries particularly in Japan, the United States, Canada, London, France, Germany, Holland, Belgium, Sweden, Taiwan, and South Korea.... This will make the manager be able to reach out to the potential buyers of haagen-dazs ice cream.... In fact, the brand value of haagen-dazs has become the top-ranked ice cream all over the world....
8 Pages (2000 words) Assignment

The Snog Pure Frozen Yogurt: A Comprehensive Marketing Plan

"The Snog Pure Frozen Yogurt: A Comprehensive Marketing Plan" paper focuses on the Snog Company that is establishing itself in the Chinese market where competition is very tough.... For instance, there exist various companies such as Haagen Dazs and Cold stone which have a wider customer base.... ....
22 Pages (5500 words) Business Plan

Company Overview - Hagen-Dazs in Japan

This case study "Company Overview Häagen-Dazs in Japan" seeks to scrutinize the international operation of Häagen-Dazs.... The case study specifically focuses on the company's operation in Japan.... The study tried to analyze the operations strategy of Häagen-Dazs in the US.... ... ...
12 Pages (3000 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us